In this week’s Daily Dose video, I share a short video inspired by the lessons of my most recent book, Would You Do That To Your Mother.
The following is a lightly edited transcript of the video below.
Anybody else get a sense of foreboding as the car salesman ushers you into that door, marked “Finance and insurance?” You’re relieved you got the price you wanted on the car. But as soon as that guy starts talking, you know, you’re not done. You’re their prisoner.
Confusing Sales Tactics: Would You Do That To Your Mother?
Would you make your mother sit in a windowless room for hours, providing information that is confusing and frightening? That sometimes seems deliberately unclear? And would you bump her interest rate, push her to an extended warranty, offer fuzzy math on the trading and unclear information on her monthly payment?
All of these things may get the sale once, but they won’t earn you the customer. Less than 1% of car shoppers say this current process is working for them, by the way, according to Auto Trader.
Lead with Transparency
What about trying transparency? Instead, give customers the guidance. And be the company to care, with unexpected transparency that gives them the best and right solution for them.
When you hide things from customers, it sets the tone for how they are treated throughout your entire organization.
Transparency and guidance will earn a customer, it will earn their advocacy, and it will earn growth.
Here’s a comic that summarizes this “Would You Do That to Your Mother?” moment.
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